Title: Reading of online reviews across different product types by Generation Y consumers

Authors: Jan Møller Jensen; Laura Pizzamiglio

Addresses: Department of Marketing & Management, University of Southern Denmark, Odense, Denmark ' Sales & Distribution, Accor Hospitality Italia srl, Milan, Italy

Abstract: This study examines the frequency and purposes of reading online reviews among Generation Y consumers across different product types. It analyses how the propensity of online review reading is affected by product relevance, perceived risk and brand commitment. Data were obtained using an internet-based questionnaire administered to 155 respondents recruited from the authors' social networks. We find that online reviews are very popular information sources, both prior to purchasing a product and as an ongoing activity motivated by fun and curiosity. It also emerges that online review reading is more widespread for experience products than for search and credence products, and more common for services compared to more tangible, physical products. The findings support the hypotheses that online review reading is positively affected by perceived product relevance and by perceived risk, and negatively affected by brand commitment. The paper closes with a discussion of the theoretical and managerial implications.

Keywords: online reviews; search products; experience products; credence products; service products; product relevance; perceived relevance; perceived risk; brand commitment; e-WOM; electronic WOM; word of mouth; product types; Generation Y consumers; social networks; product reviews.

DOI: 10.1504/IJIMA.2016.081351

International Journal of Internet Marketing and Advertising, 2016 Vol.10 No.4, pp.302 - 321

Received: 21 Dec 2015
Accepted: 01 Aug 2016
Published online: 05 Jan 2017 *

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